Coors has become the latest company to fold to conservative pressure and abandon DEI efforts, including pro-LGBTQ+ training programs and employee resource groups.

According to an internal memo obtained by CNBC, executives stated their commitment to supplier diversity quotas had been “complicated and influenced by factors outside of [the company’s] control.”

Instead, they said, “We are ensuring our executive incentives are tied to business performance and do not include aspirational representation goals beginning next year.” Similarly, the company’s training programs would focus on business objectives and cut all DEI training while Employee Resource Groups would be rebranded as Business Resource Groups.

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Although Coors had previously raised over $700,000 for LGBTQ+ charities through its decade-long “Tap Into Change” campaign and its Pride sponsorships, donations will now be focused on “core business goals” like alcohol responsibility, disaster relief and supporting higher education.

Although initially boycotted by LGBTQ+ advocacy groups for discriminatory policies, Coors became one of the first companies to embrace nondiscriminatory hiring in the late 70s. In the 90s, it launched the Lesbian and Gay Employee Resource (LAGER) group and became the 21st company to extend benefits to same sex partners, and.

Like other corporations that have dropped DEI programs over the summer, including Loewe’s and Harley-Davidson, Coors’ decision has sparked intense criticism from consumers and LGBTQ+ advocates. 

“Coors ends DEI and LGBT initiatives. Remember a year ago when they posted this?” said journalist Erin Reed, sharing an infographic in which the company touted its pro-LGBTQ+ record. “So often, when companies who claim to be allies get an ounce of what LGBTQ+ people get every day, they ghost the community. And that’s worse than never even supporting at all.”

“Coors is throwing away decades of effort to regain the trust of LGBTQ and ally employees and consumers,” said GLAAD president and CEO Sarah Kate Ellis.

“Corporate responsibility demands a laser focus on the reality that our world is already more diverse and inclusive. Thriving businesses always invite more people to belong and be respected, in every move they make.”

The current backlash to DEI initiatives has been spearheaded by Robby Starbuck, right wing activist and director of the anti-LGBTQ+ documentary The War on Children. In June, Starbuck targeted Tractor Supply’s DEI programs in a viral post that sparked boycotts.

He has repeated these social media attacks with other companies, including Coors as of a week ago. Despite this, Coors executives claim that their DEI rollback has been in progress since March.

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